If this works, and the iPhone 3g pricing scheme also seems to be working pretty well, there should be some kind of new venue for research into what it is about

If this works, and the iPhone 3g pricing scheme also seems to be working pretty well, there should be some kind of new venue for research into what it is about our brains that makes many people treat "hidden" (but right in your face) costs differently from other costs. The iPhone version is even more odd, because we keep hearing that people hate recurring costs, yet the iPhone is packaged as $X up front plus 2 years worth of $Y / 24. Isn't the whole "unlimited broadband" pricing strategy based on the idea that people hate to pay repeatedly when they could just pay once? Just all seems to say that the average consumer is not thinking very much...